GlobalHue Kicks Off Multicultural Chrysler Campaign
Apr 20, 2003, 12:00 AM
Donald A. Coleman, chairman/CEO of GlobalHue, the largest multicultural marketing and advertising agency in the U.S., kicked off its multicultural advertising campaign for the 2004 Chrysler Pacifica at a news conference during press- preview days of the New York International Auto Show. The event, held at the historic Shomburg Center for Research in Black Culture in Harlem, was the first-ever minority-led advertising launch for Chrysler and the first advertising campaign filmed in Harlem for any Chrysler Group product. Designed to appeal to general market and multicultural audiences, the campaign called "Harlem" includes two 30-second TV spots as well as black and white print advertising. The spots repeat the black and white tonality of the successful Chrysler Pacifica campaign, which is currently airing, and features African-American and Hispanic talent. One will air with a voice-over in English and the other in Spanish. Both spots launch nationally on May 1. "The Harlem TV ad is unique in that it is not African American or Hispanic but multicultural in tone and presentation," said Coleman. "This ad also speaks to all segments who appreciate the unique offerings of an urban lifestyle and who desire a premium vehicle like the Pacifica." Another unique aspect is that the spots will not only run in ethnic media, but will also run in general market media which have a strong multicultural audience.